Google Forays into Fashion

Published November 15, 2010•Updated on July 6, 2011 at 11:39 am

Google

As Google's ever-expanding empire becomes even more Webzilla-like, the search engine is now trying its hand at fashion. The new site, aptly-dubbed Boutiques.com, confirms rumors that have been circulating for some time now regarding Google's strategic foray into fashion.

Set to launch on Wednesday, Boutiques.com will feature virtual designer stores—Oscar de la Renta, Tory Burch, Cynthia Rowley, Marchesa, Isaac Mizrahi, Tracy Reese and Erin Fetherston are some of the names that Google has reached out to collaborate with, WWD reports—as well as personal shops that anyone can create and share based on their style and brand preferences, looks, favorite items, and more.

Rather than being an e-commerce site where consumers can buy items directly, Boutiques.com will follow a similar click-through model employed by the popular dress-up site Polyvore in which buyers can click on items they'd like to buy, and will be directed to an actual e-tail site that carries it. Social media and advertising will also play into the site's interfunctionality, allowing brands to interact and tap into their consumer base.

Though the model's not an entirely new one, given how huge Google is—it's the largest search engine in the U.S., occupying over 70 percent of the market—this may very well mark a major turning point in web-based fashion commerce.